Summary: In this episode of the PR Sports Huddle, host Tim Miller speaks with Kyle Sheldon, CEO and founder of Name and Number, about the importance of brand identity and storytelling in sports PR. They discuss Kyle's journey in the industry, the significance of understanding business impacts in PR, and the role of brand across different departments. Kyle shares valuable advice for young professionals looking to break into the field and reflects on the challenges and successes of rebranding sports teams. You’ll hear discussion the intricacies of brand evolution in sports, emphasizing the importance of transparency, community engagement, and understanding fan dynamics. They explore the successful rebranding of the Chicago Fire and Seattle Sounders, highlighting the need for open communication and collaboration between marketing and PR teams. The discussion also touches on the significance of storytelling in the branding process and the necessity of involving fans and stakeholders in shaping a brand's identity.Listener Takeaways:1.    Brand ownership should be a company-wide initiative.2.    Rebranding requires careful consideration of history. The process of brand evolution is as crucial as the final product.3.    Effective storytelling is essential in communicating brand changes. Transparency in rebranding fosters greater fan connection and trust.4.    Engaging with fans throughout the rebranding process is vital. Understanding the local culture and visual language enhances brand identity.Episode Milestones:00:00: Introduction to Brand Identity and Storytelling01:36: Kyle Sheldon's Journey in Sports PR04:16: Advice for Young PR Professionals10:31: Understanding Business Impact in PR14:17: The Role of Brand in Sports Organizations18:18: Navigating Brand Changes in Different Teams25:54: The Importance of Brand Evolution30:19: Transparency in Rebranding36:16: Starting Fresh: Building a New Brand40:53: Understanding Your Fan Base44:36: Collaboration Between Marketing and PR

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